During its survey of 460 people, Rubicon found that 50 per cent of respondents downloaded at least one third-party application on to their iPhone, while the average person added about four programs. Only 10 per cent said they have downloaded more than six applications.

Apple did not comment on the Rubicon study, but it does highlight one important factor that many have overlooked – people want to be able to do what they want with their iPhones whenever they see fit. Let's hope Apple sees the writing on the wall too.